Is social media normalising drinking to get through parenthood?

28 Sep Is social media normalising drinking to get through parenthood?

Scrolling through our newsfeeds, there’s rarely a day goes by when we don’t see posts from parents documenting their stressful days … and treating that stress with alcohol.

Post after post references wine ‘rewards’ after a long day of parenting battles, a dinnertime wine to aid us through bedtime, or an afternoon gin and tonic just because we can.

But is this trend on social media normalising parental drinking?

Alcohol counselor Tabitha Corser says that “wine o’clock” has become about women drinking to relax, and is one of the biggest growing demographics of drinkers. And a lot of these women are mums.

“The term ‘wine o’clock’ is used to signify the growing emergence of women ‘itching’ for their first glass of wine to sign the beginning of ‘me time’,” she says.

“The anxiety-based triggers of parenting is precisely why wine o’clock has resulted in the increasing number of women drinking.”

Corser notes that social media is contributing to this worrying trend.

“There’s an increasing trend of parents posting alcohol-related posts on social media, and there are even memes online outlining how children drive parents to drink,” she says.

“The number of likes and comments seems to indicate that it’s a way of parents connecting and expressing their frustrations.”

Corser believes that by venting parenting frustrations in the context of needing alcohol to cope, there seems to bring an element of humour into it.

However, she says that in seeking support via ‘humourous’ alcohol posts, it’s having an impact on changing cultural norms.

“These posts are suggesting it’s okay for parents to rely on alcohol as a coping strategy,” she says. “And, let’s face it, for busy, tired mums, drinking alcohol is easier than going for a run or focusing on meditative exercises.”